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2.
The natural human inclination is to come
together, combine our talents, seize the
opportunities and attack the danger. When we
don’t trust each other, we work against each
other to protect ourselves.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

3.
Leadership sets the tone and the conditions.
If you get the conditions right, the
organization thrives.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

4.
When there is no circle of safety, we force our
employees to expend their energy to protect
themselves from each other, and as such,
they’re less productive.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

5.
If you want to direct the behavior of people
in an organization, you tell them a target
and offer them an incentive.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

6.
Dopamine is released when you accomplish
something you set out to accomplish, when you
cross something off your to do list, when you hit
the goal. Dopamine makes us achievement
machines, but we have to know that we’re making
progress.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

7.
We’re visual animals, we have to see our goals
to have the dopamine system work. This is why
you have to write down your goals; we’re no
good with the abstract. Give me a number, tell
me what I need to hit and I will work towards
that. We like metrics because they tell us that
we’re making progress.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

8.
Serotonin is closely tied to self confidence. When
we are recognized within our tribe, we feel our
value go up. Serotonin reinforces the relationship
between management and the employee.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

9.
Serotonin is the leadership chemical.
Leaders will sacrifice for you and expect
nothing in return.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

10.
When we spend our energy without expectation
of anything in return, that releases oxytocin.
We as humans put a premium on those willing
to sacrifice a non-redeemable commodity.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

11.
Cortisol makes us selfish and inhibits the release
of oxytocin. Negative work environments make a
healthy environment impossible.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

12.
Unhealthy cultures are ones in which metrics
are the predominant means of measuring
performance. Endorphins and dopamine are the
selfish chemicals, which need to be balanced by
the selfless chemicals serotonin and oxytocin.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

13.
When someone is willing to sacrifice for us,
we work extra hard because on a biological
level, we want to make them proud. If they
didn’t give a chance for us to fail, we wouldn’t
work as hard because we’re social animals.
We want to make good on the sacrifice.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

14.
Even though, intellectually, we want to align
ourselves with the best, as social animals, we
don’t want to be around people who are selfishly
driven. We want to be around people who are
selflessly driven.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

15.
A leader would never say, “Give me a reason to
trust you.” That’s why we call them leaders,
because they go first.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

16.
Great leaders sacrifice the numbers to save the
people, because when push comes to shove,
numbers won’t save you, people will.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

17.
We reinforce trust with physical contact.
That’s why your hand is a magical thing
in business.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

18.
You think business is about contracts – it
isn’t. It's about human beings looking for
others around which they can feel safe.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

19.
Email thank you messages don’t work because
they're too easy; rather, three days later if you
send a hand written message with the exact
same words, that will make the person feel
better – it takes time and energy.
Simon Sinek Keynote, #inbound14 brought to you by Fractl

20.
“The responsibility of leadership is not
to come up with all the ideas but to
create an environment in which great
ideas can thrive.” – Sinek
Simon Sinek Keynote, #inbound14 brought to you by Fractl